Someone asked me the other week about the Google Buy button and how it’s may impact affiliate marketing. Although nobody can say exactly how it will impact it, the Google Buy button could really help value adding affiliates, potentially remove some of the poaching that low value partners may take credit for. It could also help to drive more conversions for high value partners that introduce and re-introduce customers to a merchant’s store.
Before I get into this post, I want people to stop hitting the panic button and actually evaluate the potential impact (as of now) of the Google Buy button. From what I can see, there is no threat to affiliate marketing. If you take a couple minutes to read the short announcement from Google instead of reading the random posts about it, you’ll see that it will probably help the affiliate channel, not hurt it.
Here’s the post from the tech show where Google made the announcement so you can read for yourself.
The Google buy button:
- Will only apply on paid listings (the merchant is paying for these!)
- For now will only apply to PLA ads (This shouldn’t affect affiliate tracking)
- This only applies to mobile devices and not desktops
If you read the announcement you’ll see that the Google Buy button is one of Google’s solutions to help close more gaps between mobile to desktop sales which again should help affiliates make more money. More tracked sales mean more commissions, networks can get more fees, the merchant has better attribution and everyone that adds value wins.
Now quit hitting the panic button and start getting excited about how this can help you to earn more if you’re a value adding partner, show the real value of your channel if you’re an in house affiliate manager and also watch as your value adding partners start to become more loyal if you’re an outsourced affiliate program manager because they may now have the opportunity to get credit for more of their sales.